Samsung has become the latest major marketer to lean into AI-generated advertising, running a social campaign that openly shows viewers varying degrees of AI-generated material, Ad Age reports in its weekly roundup of AI advertising.

The campaign, highlighted as Ad Age's "AI ad of the week," stands out for one practical reason: it does not hide the machine's role. Instead of presenting AI output as fully produced creative, Samsung lets the audience see different amounts of AI involvement across the social materials.

What does the campaign actually do?

According to the Ad Age write-up, Samsung built the social campaign around a simple demonstration. The creative shows AI-generated content at different levels, giving viewers a direct look at how much of each piece came from generative tools rather than traditional production.

That framing matters for the trade. Most advertisers using generative AI in 2024 and 2025 have kept quiet about it, or faced backlash when audiences spotted AI artifacts after the fact. Samsung's approach inverts the dynamic: the degree of AI generation becomes part of the message itself, not a disclosure buried in fine print.

Who is this for, and why now?

The campaign targets social platforms, where AI-generated ad content has become both cheaper to produce and harder to police. Brands from Coca-Cola to Netflix have tested AI-assisted ads over the past year, with mixed audience reactions. Samsung's move suggests a third path: transparency as a creative device.

For agencies and brand teams, the relevant question is cost and control. Generative tools can cut production time and budget for social-first creative, but the output still requires human review, labeling decisions, and platform-by-platform compliance checks. A campaign that openly grades its own AI use signals Samsung is comfortable with that trade-off.

What should marketers watch?

• Whether audiences reward transparency about AI use, or simply treat the disclosure as a novelty.
• How platforms treat labeled AI content in paid distribution and organic reach.
• Whether other large advertisers follow with similar "degrees of AI" framing in their own social work.

Ad Age's weekly feature tracks AI advertising across categories, and Samsung's entry this week adds a consumer-electronics data point to a running conversation about where generated content fits in brand creative.